Marketing Qualified Leads - Document Preview

Between all the marketing articles, videos, web pages, advertising and events we do at Kaplan, you may be wondering exactly how these activities help you hit your sales goals? That’s where the Marketing Qualified Lead (MQL) comes in. All marketing activities are meant to drive customers further down the purchase funnel, to the point at which Sales takes over to close the deal. The MQL is a signal that marketing has done its job, and it’s time for you to step in!

But, where do you go from here? This simple guide will help you understand how Marketing is qualifying leads, how they will get to you, and what you need to do next.

What is an MQL?

Imagine it like this: think of all the potential customers out there who might be interested in our product or service. Not all of them are ready to buy right now, though. Some might just be browsing or learning about their options.

An MQL is like a little flag that marketing puts on certain potential customers. It's like saying, "Hey, these folks have shown some interest and they might be getting closer to the point where they could become real customers."

Marketing keeps an eye on these leads, gathering information about them and their behavior – things like what web pages they've visited, what emails they've clicked on, or what content they've downloaded.

Here are some examples of how Marketing identifies an MQL:

1. Attending a conference and requesting to engage with a Sales Representative

2. Submitting a form on www.KaplanCo.com requesting to speak with a Sales Representative

3. Demo Request for a Technology Product, such as Illumination Station.

4. Request a catalog, print or digital, on Kaplanco.com

5. Complete MyKaplan Platinum Registration with Customer Service
   

Once an MQL is identified (the prospect made it through a series of actions we set up in HubSpot to look for MQL behavior), it's then passed over to the sales team.

Now, remember, not all MQLs are necessarily ready to buy right away. But the sales team takes these leads and starts having conversations with them. Sales will try to understand their needs, answer questions, and provide more detailed information about the product or service. This is where the magic happens – the sales team works their charm to help these potential customers move from just being interested to being really excited about the possibility of becoming actual paying customers.

How will I be notified of a new Marketing Qualified Lead (MQL)?

You’ll know an MQL has popped up in your territory when you get this email:

HubSpot is constantly monitoring for promising leads. Once an individual crosses the threshold into becoming an MQL, the system generates an email notification tailored to you. This email has everything you need to know about the lead:

• Name

• Email Address

• Phone Number if provided

• Recent Action Taken:

• HubSpot Record ID (For searching in HubSpot)
  

So I got the email - what next?

HubSpot will create a task for you to follow-up later. This task has crucial details like the lead's identity, the underlying reasons behind their interest, and the optimal timeframe for initiating communication.

In essence, this functionality acts as an efficient assistant, overseeing these valuable prospects and safeguarding against missed opportunities. Every connection you make this this lead (email, documents, phone calls, meetings) will be meticulously recorded within HubSpot, ensuring a comprehensive overview when engaging with these leads.

How should I reach out to a Marketing Qualified Lead (MQL)?

You got the MQL email. Now what? We outlined a few ideas to get you started.

1. Send a Personalized Email

   1. After researching the MQL’s industry, challenges, and potential pain points, draft an email that establishes Kaplan as the solution.

   2. Mention previous interactions they’ve had with Kaplan (“I see that you’ve downloaded our Loose Parts PDF” or “I see that you’ve requested a demo for our new Illumination Station”) to establish trust and familiarity. (be sure to show with video where to find this info in HubSpot)

   3. Answer the question: how can Kaplan provide value to them, right now?

      1. This is a great place to link to videos or articles in our Learning Center.

      2. You can utilize content the marketing team is creating by accessing the Assignment Selling Spreadsheet.
         

2. Schedule a follow-up call

   1. Confirm a next step in the conversation.

   2. Share your meeting link.

   3. Share an Assignment Selling article or video to get ahead of the conversation
      

3. Follow-Up appropriately and consistently.

   1. Sales Reps will are expected to followup within 48 Business Hours.

   2. Not ready to buy immediately? No problem. Share articles and video from the Assignment Selling Spreadsheet that relate to their needs. This keeps Kaplan top-of-mind and establishes you as a faithful resource.
      

4. Provide Case Studies: Share real-life examples of how your product or service has helped similar clients. This can provide the MQL with a clearer understanding of the potential benefits.

Remember, the goal is to guide the MQL through the decision-making process at their own pace while building a strong rapport. Your relationship management skills will play a crucial role in creating a positive and productive interaction that eventually leads to a successful partnership.